Presented during a press conference by Philippe Vander Putten, chief executive of the COIB, this new "corporate identity" is part of the COIB's path to the Olympic Games in Rio in 2016.

"In the ever-changing sports landscape, the graphic identity of an organisation plays an increasingly important role," a COIB statement said.

"It was therefore time to change our logo after 23 years' service to a new look and, by extension, our entire corporate identity."

The process of identifying a new brand image was led by renowned Belgian agency Hoet & Hoet with the new logo now identified by the International Olympic Committee.

The new logo replaces the old Belgian Olympic and Interfederal Committee logo which was in place from 1991 ©COIB



The logo itself features an athlete raising the Belgian flag in sign of victory, representing Belgium winning on the international front, and also highlights the five rings underlining the Olympic values of universality, peace, fraternity and excellence.

During the press conference, jointly organised with the Federation of Belgian Enterprises (FEB), as part of Belgium's "Road to Rio" project, the COIB also proposed a new concept, "Team Belgium", which is set to become the new brand name for all communications from the COIB.

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